Pengaruh Inovasi Produk dan Digital Marketing terhadap Volume Penjualan UMKM Mitra Mandiri Brebes

Abstract

This study aims to determine the influence of product innovation on sales volume, the influence of digital marketing on sales volume, the influence of product innovation and digital marketing on the sales volume of Mitra Mandiri Brebes MSMEs. This research is a quantitative research with a descriptive type of research. The research population is all Mitra Mandiri MSME actors. The data source used is primary data from questionnaires distributed to respondents. Data collection techniques are carried out with instruments in the form of questionnaires. Before testing the hypothesis, classical assumptions are tested that underlie the use of multiple regression analysis. Tests of the underlying classical assumptions in the use of regression include normality, multicolonicity, and heteroscedasticity heteroscedasticity. The data analysis technique uses multiple linear regression test techniques. The study showed two findings. First, the influence of innovation is due to the type of product produced, size and taste. Second, the influence of digital marketing is caused by knowledge in the digital world and the selection of applications to sell products. The difference between product innovation and digital marketing in influencing sales volume is that digital marketing is more effective in influencing sales volume than product innovation. Because digital marketing is a new breakthrough to sell goods or services online, considering that at this time almost all people use a smartphone technology and use applications to facilitate shopping.